Malaysian Coffee Culture: a Research of Social Aspect, Branding and Design

Only available on StudyMode
  • Download(s) : 308
  • Published : January 27, 2011
Open Document
Text Preview
UNIVERSITI TEKNOLOGI MARA

MALAYSIAN COFFEE CULTURE: A RESEARCH OF SOCIAL ASPECT, BRANDING AND DESIGN

SITI NURBAYA ABDUL RAHMAN

Thesis submitted in fulfillment of the requirements for the Masters Degree of Art History & Cultural Management (AD771) Faculty of Art & Design

October 2010

II

UNIVERSITI TEKNOLOGI MARA

MALAYSIAN COFFEE CULTURE: A RESEARCH OF SOCIAL ASPECT, BRANDING AND DESIGN

SITI NURBAYA ABDUL RAHMAN

Dissertation submitted in partial fulfillment of the requirements for the degree of Masters of Art History and Cultural Management (AD771)

Faculty of Art & Design

October 2010

III

Malaysian Coffee Culture: a Research of Social Aspect, Branding and Design.

Abstract

This study discussed about history and the journey towards modernity of Malaysian social culture, branding and design in local coffee culture. Malaysian coffee culture not only just a meeting point but also as a transition of major social changes in culture and branding in Malaysia. This research is divides into few sections which is history of coffee journey, Malaysian coffee culture, brand and brand marks, and social change in local society. Using quantitative approach, data has been collects from local archive along with survey questions within customers and local community in the research area. Selection of coffee scene has been made by choosing local coffee shops and kopitiam against international coffee place, to compare the design and branding between Malaysian and western coffee culture. Generally, this research is to enhance the findings on local culture and social aspects of Malaysian coffee culture.

Siti Nurbaya binti Abdul Rahman Universiti Teknologi MARA 2007130753 October 13, 2010

IV

Candidate’s Declaration

I declare that the work in this thesis was carried out in accordance with the regularions of Universiti Teknologi MARA. It is original and is the result of my own work, unless otherwise indicated or acknowledged as referenced work. This topic has not been submitted to any other academic institution or non-academic institution for any other degree or qualification.

In the event that my thesis be found to violate the conditions mentioned above, I voluntarily waive the right of conferment of my degree and agree be subjected to the disciplinary rules and regulations of University Teknologi MARA.

Name of Candidate Candidate’s ID No. Programme Management Faculty Thesis Title

Siti Nurbaya binti Abdul Rahman 2007130753 Master Degree in Art History and Cultural

Art and Design Malaysian Coffee Culture: a Research of Social Aspect, Branding and Design.

Signature of Candidate Date 13 October, 2010

V

Acknowledgement

Alhamdulillah, completion of this thesis is achievable even there is so much difficulty occurs in my research and writings process. I would like to give a great appreciation to Professor Madya Mohamad Khalil Amran who not only supervise me but also as a critique and contributes his opinion on this research. Not to forget, Cik Rosmawatie Abd Halim and Puan Diana Jais who enlightens me, and shares all her knowledge. Also includes National Archive, which giving all the information needed in this research. For my family that being compassionate and understanding, and giving full support to finish this study. Finally yet importantly, for all my friends those help me a lot in completion, motivation and giving opinion in this humble research.

Thank you

VI

Contents Chapter 1 Introduction • Coffee Journey • Malaysia and coffee culture • Brand • Brand mark • Social change • Statement of problem • Aim and objective • Specific research question & Research methodology • Relevance to the field (significant) • Limitation and delimitation Chapter 2 Literature review • Malaysia coffee culture existence • Brands in local coffee culture • Brand mark in local coffee shop • Social change in local society Chapter 3 Methodology • Quantitative Approach • Primary data:...
tracking img